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All Journal Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Zahra Alkania Dinillah
Politeknik Negeri Jakarta

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STRATEGI PEMASARAN MENGGUNAKAN PENDEKATAN ANALISIS SWOT PADA UMKM WISHLIST DI NUANSA HIJAU CIOMAS Zahra Alkania Dinillah; Titik Purwinarti; Riza Hadikusuma
Seminar Nasional Riset Terapan Vol. 13 No. 01 (2024): SNRT XIII TAHUN 2024
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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Abstract

This research aims to analyze effective marketing strategies to increase Wishlist's sales volume and address competition. The scope of the study is limited to analyzing Wishlist's internal and external environment and developing priority strategic alternatives through the QSPM matrix. The research questions include evaluating SWOT and determining appropriate marketing strategies. The study employs a qualitative method, with data collected through semi-structured interviews, questionnaires, and documentation. Informants include owners, internal staff, external employees, and consumers. Data analysis involves SWOT and strategic matrices such as EFE, IFE, IE, SWOT Matrix, and QSPM. Data processing techniques are based on Miles and Huberman's analysis model. SWOT analysis results in seven strengths, six weaknesses, six opportunities, and eight threats. The IE matrix shows a position in cell II, recommending growth and development strategies through integration, market penetration, and product development as the most suitable options. Additionally, the SWOT matrix produces thirteen alternative strategies. The final stage using QSPM recommends the strategy of increasing the frequency of live streaming, advertising, and vouchers with attractive designs, affordable prices, and high-quality materials to meet consumer expectations and expand the market.
Co-Authors Riza Hadikusuma Titik Purwinarti